The word "discount," is it associated with good thoughts / feelings?

Like most things, it depends. It depends on the context that the word is used around, i.e. what's being talked about.

In terms of selling, my gut feeling as a consumer is that a discount is positive, particularly if it is special somehow. In general being significantly cheaper than the known average, which you can get anywhere, is very appealing (compared to slightly cheaper than average and not worth the effort, or just cheaper than expensive). There is also cheaper than average and hard to get except for "those in the know" to give a perk to the ego.

Underlying it all is that the product must be desirable even if not cheaper. If the product is junk and nobody wants it anyway, then it doesn't matter how much cheaper it is. People have to want it or need it and now you are offering a chance to get it cheaper. That's positive anyway you look at it.